Brands will have to focus more on the quality of the content they produce as well as its audience engagement.
Google Discover is, basically take on the popular social media feed.
Actuality, until very recently, Discover was actually called Google Feed.
Similar to other feeds, Google’s comes in the form of a series of cards meant to keep users up to date on the stories that matter most to them.
The feed, it is based off a user’s browser history (pay attention to that marketing people), indicated interests, and machine learning marks a new phase in Google search – one that doesn’t really require any searching on the user’s part.
Rather than depending on user’s to enter a typical search, the Discover feed gives users information before they even search for it.
And with over 800 million users, the Feed has proved to be a successful hit.
As Google continues its efforts to make the search as flawless as possible, it debuted a slew of new features coming by the end of the year.
One of them was the renovated Google Feed, now called Discover.
Updates to the Google Discover feed include:
The design has been completely redone, with importance on visual content and now, each post will come with a clickable topic header and Discover icon. When clicked on, it will display related content.
Before, the majority of the content surfaced in the Feed was news coverage, but with the launch of Discover, Google announced its plans to include more evergreen content. Based on your search history, it will also pull content based on your experience with an assured subject (ex. If you’re a beginner at the violin, it will show you beginner material)
At the bottom of each card, you can specify whether you’d like to see more or less of a particular kind of content.
Discover on the homepage
Earlier, Google Feed was accessible through the Google mobile app, but now Google plans to show the Discover feed on all google.com mobile browsers.
Optimize for Google Discover
Google Discover represents a crucial shift in how people use the search engine. Mainly, users no longer have to depend on their own search queries to find the topics most relevant to them.
For brands, it represents a move in SEO.
Without search queries, keyword optimization won’t be enough to rank your content in Google Discover. But the best thing is – a lot of the same SEO rules still apply.
Here few things to keep in mind.
Create quality, engaging content
As always, a focus on creating high-quality content that addresses the needs of your readers is essential to surfacing content in Discover. But in addition to quality, you’ll require to focus on garnering engagement for your content.
Think about your usual social media feed. It’s dominated, in large part, but what you and your friends or followers have interacted with most in the past. It makes sense, then, that the Google Discover Feed will rely on a similar principle.
The key difference here is this: Google Discover doesn’t take what any friends or followers like or share into consideration. It relies completely on the content you’ve engaged with most and this makes building relationships with your users more important than ever.
Think of ways you can cheer your leads and customers to engage – through email marketing depersonalization, loyalty perks, social media shout-outs, etc.
Use images and video to rank in Discover
In its announcement, Google pointed out that users would be seeing more images and new visual content in the Discover feed. This means for content to surface, it must include high-quality images (and relevant thumbnail image) and be translated to video when possible.
Create both new and evergreen content
For your best bet at being pulled into user’s Google Discover feeds, you’ll want to focus on creating a mix of content. As Google said, they’ll be concentrating on both fresher, newsworthy content as well as evergreen content.
Make sure your editorial calendar includes scope for both, and that you’re updating any existing evergreen pieces.
Build trustworthy content
Using social media feeds as a model, a further key factor we can take away is the emphasis they place on the trustworthiness of a source.
In Specific Facebook, has cracked down hard, only ranking “high-quality news” in its latest algorithm update.
For Google, it likely means that the more trustworthy your content is rated, the more possible it is to appear in Discover.
To build trustworthiness in Google’s eyes, it all comes down to your website authority. And of course, all goes back to the quality of your content.
It doesn’t hurt to have a link strategy in place focused on getting back links from high-quality websites, either.
It should also be noted that Google Discover is available in multiple languages and Google has plans to roll out further.
Wrapping up Google Discover
So think of it this way, Google Discover display content if you interact with it. All you need to do is get audience to interact with your content and you will have the potential to show the feed.
- Get ranked high for SEO
- Run promoted content ads and get engagement
- Send out content in email newsletters
- Promote, promote, promote
Google’s Discover represents a new way to rank and optimize content for the SERPs.
Brands need to keep in mind that in order to optimize for Google Discover, they’ll need to focus more on the quality of the content they produce and promotion.